Skip to main content

Cause Marketing in and for Patagonia

Patagonia, that region of Chile and Argentina at the southern tip of South America famous for its beauty and end-of-the-earth ruggedness, had a terrible fire in 2011 that left vast areas denuded of trees. Now a Santiago, Chile-based cause called Reforest Patagonia is working to replant a million trees in four of Chile’s national parks and reserves, and they’re asking for your help.

Here’s how it works: they ask that you go to www.reforestpatagonia.com and donate $4. They’ll plant a tree in your name and email you the gps coordinates of where your tree will be planted.

The website is reminiscent in its own way of the fundraising platform called www.supportewall.com which enables nonprofits to easily set up online donor walls.

I conducted a Twitter interview… my first ever… with Brenna Loury, an American by birth, but a Chilean by adoption. She got her start in Chile working for Habitat for Humanity there. That’s my first question and Brenna’s response in 140 characters or less at the left.

My thanks to Brenna for her double-quick responses to my questions.

@ReforestPatagon Q2: What’s your organization’s mission?

@paulrjones Mission: to recover one of the world’s most important ecosystems (Chilean Patagonia) by planting 1M trees before the year's end.


@ReforestPatagon Q3: I think of Patagonia as being wild and untamed. How severe is the deforestation there?

@paulrjones 42,500 acres in Torres del Paine National Park, one of Chile's top ecosystems/destinations, were destroyed in last year's fire.


@ReforestPatagon Q4: Who are the main people involved?

@paulrjones the main ppl involved are those that you can see in this album: http://ow.ly/bRm2p. We also have major sponsors like @LAN_CL.


@ReforestPatagon Q5: How does the replanting work?

@paulrjones ppl buy their trees of 3 native species and receive their GPS here: http://ow.ly/bRmsx– our team in Patagonia plants them.


@ReforestPatagon Q6: Tell me about your promotion?

@paulrjones trees are worth $4 & our goal is to sell/plant 1M before the year's end by pairing w/ public/private institutions & individuals.


@ReforestPatagon Q7: Where did the idea come from?

@paulrjones the idea came from the great pain that was evoked from the fire in Torres del Paine in 2011. We felt a powerful call to action.


@ReforestPatagon Q8: What are your goals for the promotion?

@paulrjones 1 million trees sold & planted in Chile's pristine Patagonia by the year's end! Trees can be bought here: http://ow.ly/bRn9K!

@ReforestPatagon Q9: How are you promoting it?

@paulrjones in digital & traditional press, social media, among organizations, & word of mouth. Our intn'l campaign is just kicking off :)


@ReforestPatagon Q10: How will you use the money raised?

@paulrjones the money goes to planting trees and the campaign's costs. #ReforestPatagonia is 100% non-profit.


@ReforestPatagon Q11: How long will the promotion continue?

@paulrjones the campaign will last at least until the end of the year or until we reach our goal of planting 1 Million trees.


@ReforestPatagon Q12: What kind of response have you gotten so far from English-speaking countries? What about the Latin countries?

@paulrjones an incredibly overwhelming response here in #Chile & we're hoping for the same as we expand #ReforestPatagonia internationally.


@ReforestPatagon Q13: What suggestions do you have for NPO/NGOs considering something like this?

@paulrjones be transparent, gather an outstanding team that executes, and use communication tools to the max!


@ReforestPatagon Q14: Is there anything else you’d like to add?

@paulrjones to learn more abt this (literally) groundbreaking campaign & to plant your tree pls visit: http://ow.ly/bRpoV. Thank you!! :D

Comments

Popular posts from this blog

Three Ways to Be Charitable

I’ve spent a big chunk of my career working with or for charities. Many of my dearest and ablest friends are in the charity ‘space.’ And the creativity and problem-solving coming out of the nonprofit sector has never been greater.  Although I’ve had numerous nonprofit clients over the last decade or so, I haven’t worked in a charity for about 12 years now, which gives me a certain distance. Distance lends perspective and consequently, I get a lot of people asking me which charities I recommend for donations of money or time. My usual answer is, “it depends.” “On what?” they respond. “On what you want from your charitable activities,” I reply. It sounds like a weaselly consultant kind of an answer, but bear with me for a moment. The English word charity comes from the Latin word caritas and means “from the heart,” implying a voluntary act. Caritas is the same root word for cherish. The Jews come at charity from a different direction. The Hebrew word that is usually rendered as charity is t…

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Five Steps To Nurture a 30-Year Cause Marketing Relationship

Last Monday, July 22, 2013, March of Dimes released the annual results of its campaign with Kmart... now in its thirtieth year... and thereby begged the question, what does it takes to have a multi-decade cause marketing relationship between a cause and a sponsor?

In the most recent year, Kmart,the discount retailer, donated $7.4 million to the March of Dimes, bringing the 30-year total to nearly $114 million. March of Dimes works to improve the health of mothers and babies.

Too many cause marketing relationships, in my estimation, resemble speed-dating more than long-term marriage. There can be good reasons for short-term cause marketing relationships. But most causes and sponsors benefit more from long-term marriages than short-term hookups, the main benefit being continuity. Cause marketing trades on the trust that people, usually consumers, put in the cause and the sponsor. The longer the relationship lasts the more trust is evidenced.

There's also a sponsor finding cost that…